Future Group opens first Ancestry store

Future Group’s design studio subsidiary, Future Style Lab, has launched a new ethnic wear brand called Ancestry following extensive market research and recently opened its first store in Ambience Mall, Gurugram.


The first Ancestry store recently opened in Gurugram’s Ambience Mall - Rohit Suri- Facebook

Ancestry is a fashion and lifestyle brand that draws its inspiration from India’s design heritage and offers womenswear and menswear as well as homeware among others. The first Ancestry store recently opened in Gurugram’s Ambience Mall with 1,200 square feet of retail space designed to attract a millennial audience.

Following the brand’s first store launch, the CEO of Future Style Lab, Manjula Tiwari, told Indiaretailing: “Ancestry as a brand excited us and the launch of the first store has been extremely thrilling. The brand offers Indian apparel and lifestyle products which have been re-imagined based on key international trends. The idea is to provide complete wardrobe and lifestyle solutions for modern Indian consumers.”

Tiwari also revealed that the brand launch followed an extensive market research project. The research showed the ethnic wear market in India is estimated to reach 126,506 crore rupees (approximately 19 billion US dollars) by 2019 and that womenswear makes up 83 percent of ethnic wear. This led the business to form an ethnic war brand that is also designed to be modern enough to attract a young audience.

As for future plans, the brand will be launching capsule collections in collaboration with various fashion designers and will continue to open stores in Delhi in 2018. Following that, Ancestry has its sights on Mumbai.

The brand will also embrace an omni-channel approach. “Our website is under construction, and we should be ready to roll online soon enough,” said Tiwari. “Apart from this, the potential for taking Ancestry across the country and also abroad, is huge – something that our e-commerce arm should be able to make easy. We are very active on social media and stay engaged with our consumers via Instagram.”

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